M0194
Web-based Programming Lanjut
Session 11
 2004 Tau Yenny, SI - Binus
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Promoting Site and
Managing Banner Advertising
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Search Engines
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How do they work?
What’s the best way to get listed
Web Rings
Banner Ads
 2004 Tau Yenny, SI - Binus
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Search Engines
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Search engines
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one of the most common ways people find
information on the Web
only to links from other Web pages
If you want people to find your E-Commerce site,
you need to get it into search engine
 2004 Tau Yenny, SI - Binus
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Search Engines
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How Do They Work ?
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The Web grows and changes dramatically every month and
there is no central list of all the pages
Search engine are actually the product of a combination of
two task : “spidering” and “indexing”.
First, must try to find every page on the Web.
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Web spider tries to build a central list by periodically
requesting every Web page with every URL it has ever seen.
If there is no longer a Web page at a URL, the spider deletes
the URL from its list.
If there is a Web page, the spider scans the page for links to
other pages, if it finds any, adds those URLs to its central list.
 2004 Tau Yenny, SI - Binus
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Search Engines
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Second, when spider finds a URL, indexer goes to works.
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The indexer scans each page for key words and stores them
along with the page’s URL and a summary or abstract of the
page.
After a page has been spidered and indexed, it can be
found
Two major kinds of search engines handle the indexing
process:
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Web directories, such as Yahoo! and the Open Directory
Project, use people to place Web sites into a search structure
Web indices, use software to perform the same function.
 2004 Tau Yenny, SI - Binus
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Search Engines
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What’s the Best Way to Get Listed
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Getting your URL onto a search engine spider’s
central list is necessary, but no sufficient to meet
E-Commerce goal.
Imagine if your store wound up as site number
105.523. Would anyone ever find it?
Getting your site to appear at the top of a search
engine’s results page is part science, part art, and
part plain hard work.
 2004 Tau Yenny, SI - Binus
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Search Engines
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Three things to remember:
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Shorter is better than longer
More is better than fewer
A few search engines handle most of the searchers
Shorter Is Better Than Longer
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Most search engines consider the hot areas to be relevant to a
search phrase if some or all the phrase appears is the page
title, the page description and keywords, and the first few
paragraphs of the body of the page
The relevance metric is an attempt to compute a ratio of how
much of the page is “on-topic” vs. “off-topic”, it is just as
important to make a document appear less off-topic as it is to
make it seem more on-topic
 2004 Tau Yenny, SI - Binus
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Search Engines
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More Is Better Than Fewer
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It is important to reduce the amount of off-topic text in a
page to make it score higher in a search.
To make your site appear in more than one search result
set, create a separate page that is optimized for each
search phrase.
For example, if you want your site to come up high on
the search results for “candy store”, “chocolate bar”, and
“bubble gum”, make three separate pages. Give each
page a title and meta tags that are optimized to score
high for one of these phrases.
 2004 Tau Yenny, SI - Binus
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Search Engines
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A Few Search Engines Handle Most of the
Searches
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After the pages are created, let the search engines know
about them.
Services exist that will submit your site to hundreds of
search engine for a fee, but most of the searches are
done on a small number of search engines.
 2004 Tau Yenny, SI - Binus
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Search Engines
 2004 Tau Yenny, SI - Binus
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Web Rings
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Recreational surfers often use Web rings to find new sites that
interest them
A Web ring is a collection of Web sites that have something in
common.
The home page of each of these sites is linked to two other
sites on the same topic, so that it is possible to navigate
among all the sites that belong to the ring.
You can establish your own Web ring or join an existing ring
by visiting www.webring.org
 2004 Tau Yenny, SI - Binus
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Banner Ads
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Another way to increase the traffic to your Web store is to
advertise.
Banner ads are available for purchase, but are also available
through advertising-sharing programs known as link
exchanges.
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Link exchanges
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As with other advertising, you can easily pay for Internet
advertising; however, the Internet makes cooperative advertising
available to everyone.
Cooperative advertising is the practice of sharing advertising
space and advertising costs.
Most banner advertisers limit the size of banners files to 10K or
smaller to reduce the impact of the banner download on the user.
 2004 Tau Yenny, SI - Binus
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Banner Ads
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With Internet banner advertising, cooperative advertising
manifests itself in link exchange.
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Link exchange provide an easy way for Web site operators to trade
advertising impressions with each other
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A Webmaster signs up with a link exchange, uploads a banner,
and inserts some exchange-provided HTML on his Web site
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The HTML automatically dowloads a banner from the exchange
and records an impression on behalf of the site.
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For each banner impression on the Webmaster’s site, the
exchange credits the member Web site with some number of ad
impression.
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An impression is an industry standard term for the number of times a
banner advertisement has been displayed.
 2004 Tau Yenny, SI - Binus
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Banner Ads
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Impressions are often contrasted with what are
variously called transfers or click-throughs
measure the number of times that an ad has been
clicked.
Exchanges typically require that a Web site
display more than one ad in order to earn display
credit.
 2004 Tau Yenny, SI - Binus